We recently popped up to Sydney to visit the Flower Market and also spoke to 5 of Sydney’s eclectic and fabulous florist set. Sydney florists are not as spoilt as Melbourne with the public gaining access to their markets at the same time. A major portion of the Sydney market is made up of imported flowers with many of our Victorian growers also supplying seasonal lines and lilliums. The variety in interesting foliage and tropical greenery was certainly interesting, particularly large magnolia branches, vinka vine, bromeliad varieties and an assortment of potted tropicals. Check out our Sydney Market Tour pics and read on for our Sydney Florist chats!
My Violet – Myra Perez
1. What’s trending with floral styling with events right now?
Masse en Mass, the more the better!
I am seeing flowers are now one, or if not the most, important part of an event.
Media flower walls are a big favourite and table runners spilling at ends for PR events.
2. What varieties are most popular with your demographic?
White on white luxe selection of large fragrant roses, white phalaenopsis orchids , tulips and peonies always.
Or it’s either the same in flowers but kept in dark moody jewel tones.
3. Are you taking on more event or wedding work?
Events are taking over, it was once the other way around but these days I can do up to 4 events a week and one wedding a weekend.
4. What sets your style apart from the rest?
I find this question tough to answer but always ask others who recieve my work or order it and why.
They tend to say the exact answer, my combinations are always a surprise. I’m good at colour palettes and using that more than matching flowers. Each season has a large selection to play with and rather than staying safe each season , I love mixing branches, berries , plants and lots of leaves with floral.
And I love my arrangements full, juicy definitely more floral than a filler!
5. What are your favourite varieties to work with?
Phalaenopsis orchids and anything, Begonia plant I often buy in bulk and chop up for weddings and events.
6. How is your business shaping to fit current demands and expectation?
I began doing just retail to make a name for myself and that didn’t work out as I began to be noticed more for my large installation work. A couple of years ago I decided that in order to meet demand, I would focus on events and corporate work so the retail portion of the business closed. I take on deliveries but by appointment /pre ordered only.
7. What does the future look like for My Violet?
Considering I opened my space 4 years ago and it’s at this crazy stage now, I’m scared and very excited at the same time at the opportunities that lie ahead for us.
I hope to be working a lot more with international events and editorial work and
in a much larger space within 2 years. I also will be looking to employ a large group of staff around me so I can focus on what I love most – larger installations that allow creative licence.
My Violet ||
Address: 4/17-21 George St, Redfern NSW 2016.
Phone: 0405 910 029
Photo by Caroline McCredie.
The beautiful Summers Floral has been an institution for 16 years in the heart of the leafy inner Sydney enclave Woollahra and prior to this has traded as a florist in this location for 23 years. Owned by Mark and Fleur Vander Straaten since 2000, we spoke with Fleur about what their clients are favouring.
On the store..
“We have more of a retail focus here but still obviously do weddings and events. We have a really loyal clientele and reputation to uphold given the store has been cemented in the area for such a long time. Many of our clients hold dinner parties and events in their beautiful homes which we are commissioned to style”.
“Our arrangements are on the grand side and we love to feature seasonal flowers and foliage. Magnolia, hydrangea and camellia are our ‘go-to’s’ and our brides are favouring a natural, gardenesque style. The majority of our clientele are at-home mums who love whites and greens so we ensure the shop is stocked with plenty of seasonal blooms in this colour preference.
“We love ranunculi and anenomes. In Summer it’s all about chunky garden roses, fragrant gardenia and delicate lily of the valley”.
Summers Floral ||
1/101-103 Queen St,
Woollahra NSW 2025
(02) 9328 2475
Image via Summers Floral Instagram
Poho Flowers & Hermetica Flowers
Poho has cemented itself with a reputation in the Potts Point area for over 10 years. Purchased in March 2015 after the acquisition of Hermetica Flowers in neighbouring Darlinghurst a year earlier, we sat down with one half of the businesses owners Ed to discuss what’s trending in their world.
Poho already had a huge local following and Jai Winnell, previously employed at Poho, worked for various florists during his residency in the UK before returning to own and manage Poho and now Hermetica Flowers with Ed West
Poho and Hermetica are both positioned to attract different customers and have very individual concepts and styling. Poho attracts an older and affluent customer who are very informed and know what they like. Pretty contemporary florals with “playful” wrapping is their signature whilst Hermetica is geared to young professionals and a largely gay clientele who are avant garde and appreciate sculptural arrangements that are high impact but with fewer elements.
We are lucky that we get given carte blanche with the briefs from our clients. Many of them already have a strong brand and image. We are seeing a lot of gorgeous greenery, branches, tropicals and big things en masse such as eucalyptus branches, cherry blossom, 2 metre tall delphiniums. Shapes are tending toward A-symmetrical and slightly rambling with a “hero” bloom that’s unconventional or unique. We love mixing anthuriums with garden roses so you can see the veins and the textures come together. Foraging is still a bit part of where we source amazing filler and statement piecing for installation work. So much so that we have a ‘dedicated girl forager’ who is part of our team who routinely drives out to Wollongong and Terrigal to find unusual cuttings, succulents and branches.
Retail is a huge part of what we do and our stores are designed to create an experience. The online component is under serviced and grown exponentially. We are looking to improve this and increase store presence. “We have to sell floristry and not just flowers” Ed says. “We have also recently secured a line of hand blown Italian glassware which we use with our corporate work and throughout the store. It’s something a bit different that our clients are getting as part of their display, which becomes a talking point and feature. Beautiful flowers finished with incredible glassware and vessels.”
Poho Flowers ||
Shop 2, 117 Macleay St
Potts Point NSW 2011
T 02 9331 4333
Hermetica Flowers ||
237 Victoria St, Darlinghurst NSW 2010
(02) 9380 4725
Hermetica Flowers: Image via Hermetica Instagram
The Grounds of Alexandria – Florals by Silva
Located in a former industrial precinct from the 1920s, The Grounds of Alexandria is a landmark coffee roastery, café and sustainable garden known for its abundance of fresh produce and hands-on experiences. As you journey through the little garden paths that connect market style providores with eateries you can’t miss the blaze of blooms stacked stylishly on artfully weathered racks under a Parisian canopy, beckoning you into a flower filled room. As Silva on holiday, we chatted to her Manager Jess while she was busily mixing bouquets.
Resident florist Silva has 16 years of floristry experience behind her and started with the Grounds when the sprawling site opened in April 2012. The busy precinct is a major tourist attraction that amasses a solid local following coupled with events, weddings and festivals. The florist sources her flowers direct from local growers and also attends Sydney’s flower markets at least twice a week.
Big is beautiful. Jumbo sized arrangements wrapped in simple white paper featuring seasonal flowers and foliage has become a signature for the The Grounds Florist. There is a huge focus on keeping the central visual display fresh, colourful and arranged in a colour blocked spectrum for maximum wow factor. “Our doors are permanently thrown open to the throng of crowds that pass through and must look instagrammable all day, every day” says Grounds Florist Jess. “We just have to take a quick glance at Instagram to see the amount of times the floral attraction is uploaded every hour. It’s pretty crazy”. The huge vintage green cabinet spanning the interior of the show is a perfect prop piece for the cascading foliage and blooms vaulted to the ceiling in show stopping colour.
Roses are always popular but because the Grounds florist stock unusual flowers and foliage, people seemingly gravitate toward the unconventional. The imported roses do quite well as they have really large heads and are very striking. King proteas and colourful natives like Kangaroo Paw are in demand. People also love traditional and scented varieties that are in season like hyacinths , sweet peas and perfumed eucalyptus.
The Grounds Florals By Silva
Building 7a, 2 Huntley Street
Alexandria NSW 2015
Ph: 0424 696 163